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April 03, 2009

Why Don’t More Join the Better Business Bureau?

Business Etiquette Rules
Anita Campbell

CEO, Small Business Trends LLC

Summary

Daniel Burrus wrote recently about the importance of trust to your company’s bottom line: “The one thing every business professional should

Daniel Burrus wrote recently about the importance of trust to your company’s bottom line:

“The one thing every business professional should be certain about, regardless of industry, is that the future is all about relationships.

And the one thing all relationships need to survive is trust. In fact, trust is the glue that holds the net-enabled knowledge economy together. The more trust you have with someone, the more powerful the relationship. The less trust you have, the weaker the relationship.”

That brings me around to a point that has puzzled me now for some time.  Why is it, when trust is so important, that more small businesses do not join the Better Business Bureau for its accreditation?

The Better Business Bureau has been around since 1912.  The public recognizes it.  The BBB seal can be used in marketing materials and in Yellow Pages ads.  The BBB also has an online seal that can be placed on websites, and links directly to your online profile.

Last year I signed up with Better Business Bureau even though my business is B-to-B and I don’t deal directly with consumers.  I think there is value in demonstrating commitment to being a good business citizen.  

Yet, when I wrote about it on my site at Small Business Trends, I got a variety of comments along the lines of “the BBB is a waste” of time and money.  I’m not sure what was behind all the comments – whether as consumers they felt their complaints to the BBB had not been resolved, or as small business owners who simply felt they got little in return.

But one thing I do know:  the Better Business Bureau seal is on the websites and front doors of many businesses I frequent.  And in a world where trust counts, that seal is one indication that the business cares about trust.